What comes to your mind when you first think of a brand? Its name? Its logo? Its typography? All these components make up for the visual identity of a brand. As they say, “what you see is what you perceive”. For brands, this statement stands especially true.
A brand’s visual identity is just as important as its name and its product. Just like your name and your physical appearance helps you stand out from the others, a brand’s visual identity, with all its elements, distinguishes it from other brands in the market and helps the consumers identify it better.
Visual identity is an integral part of the branding process and is done through a critical process of visual identity graphic design that includes the creation of the brand’s logo, its typography, color schemes, and other visual elements.
What is visual identity graphic design?
Visual identity is the entire imagery and graphical information that expresses what a brand is and differentiates it from all the others. In other words, it describes everything customers can physically see, from the logo to the interior design of a store.
Visual identity graphic design is the designing of the visual elements of brand identity that act as the face of a brand to communicate its intangible qualities through images, shapes, and color.
Elements of Visual Identity
Visual identity can be considered as a brand’s visual language that conveys what the brand stands for through different elements that come together to form a complete visual identity of the brand. Some of these elements are:
Graphics
Graphics are picture assets that are drawn or designed with respect to a brand’s identity. Apart from including the basics of graphic design such as the brand’s logo, icons, or even full-scale illustrations or animations, it can also include distinct forms and shapes (for example, the distinct shape of a Lego block or a Coca-Cola bottle) which signify their respective brands.
Typography
Typography is the shape or styling of the text that is used in branding. Various types of fonts exist today and each of them can have a different effect on the viewer, including different degrees of readability. For creating a distinct visual identity, brands consider the wordmark to its logo, a headline font, and a body copy font (which should be the most readable).
Color Palette
Colors can be used to identify a brand through a scheme (which should ideally be not more than three colors) of very specific hues, shades, and tints. In simple words, the colors you see in brands are not just simple red or green, they’re shiraz and seafoam. When used correctly, colors can generate some of the most powerful emotional responses in the viewer.
Imagery
Imagery is the use of photography and video content as well as any spokespeople who act as the living “image” of the brand in advertisements. These images must represent the brand’s personality as well as appeal to its customers.
Imagery is the element most related to the target audience because people empathize with faces and naturally want to relate to the brands they consume. This can include creating guidelines around whether any stock images or videos used should be read as corporate or showcase everyday people, depending on whom your visuals are meant to be speaking to.
Physical brand assets
Physical assets are the material objects that contribute to a brand’s visual identity. This might not apply to brands that don’t have a physical presence and the nature of these assets also varies within businesses that do.
Physical assets can include the layout and design of a store (For instance, all Apple Stores look similar with white interiors and glass storefronts), the uniforms that customer-facing employees wear, and the china, cutlery, and tablecloths used in restaurants.
How Does Graphic Design Apply Visual Identity?
Graphic design is essentially used to create the following elements of visual identity.
- Logo and Brand Assets
Logo elements like Color and typography
Identification materials like Business cards, letterheads, and social media display picture/cover images, etc.
- Business and advertising
Flyers, brochures, billboards, tv/magazine/banner ads, and more.
- Web and digital design
Website’s hero section or website images, interface color schemes and layout, social media content, animations, icons, buttons, and much more.
Why is Visual Identity important for your brand?
Having the right visual identity for your brand is like having a healthy physical appearance. Your brand carries your business. The following are some reasons why your brand should have a good visual identity-
- Enhances brand recognition
- Increases trust in your brand and business
- Creates a sense of business continuity and brand consistency
- Drives more sales and better leads
- Builds a better, closer relationship with the customer
- Sets your brand apart from the competition
- Helps with employee retention
Conclusion
A brand’s visual identity is a powerful tool that is capable of making or breaking a brand. One wrong message through any of its elements can prove to be destructive. Hence, it is important that a brand’s visual identity graphic designing is done with utmost care and research.
Understanding your own brand identity will guide you on your visual journey, but the best way to make sure you get a visual identity that fits is to work with a great logo and branding designer.
Way Forward knows how a brand’s visual identity can define its entire life and so it works with the best team of expert designers to thoroughly understand the brand and then communicate its exact ideology through beautiful & aesthetic visuals.